Learn About Conducting Multicultural Market Research

Related Articles

There are 16 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Projective techniques: Do they work in the Hispanic market?

Projective techniques can be productive tools in qualitative research. Using case studies, this article discusses use of projective techniques in the Hispanic market.

Addressing many, speaking to one

AIDS Institute used focus groups and Perception Analyzers in its development of a multimedia campaign to convince more women to get prenatal care.

Designing marketing research for the Asian-American segment

The research process is key to understanding Asian consumers. This article discusses adjustments that are sometimes necessary when designing research for Asian-American markets.

Cultural insights in clothes: three ways to understand Latino culture through the way Latinas dress

Latina women hold themselves to a different social code than traditional American women, and what they wear and how they present themselves can provide researchers with deeper insights into Hispanic culture and the consumer.

The changing face of mass-market America

Multicultural marketing is like any other part of the marketing plan. You must know your brand and your consumers and figure out the best way to reach them. Demographic factors and culture-specific marketing pitfalls are discussed.

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Recent Articles

Below are the 2 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Cultural insights in clothes: three ways to understand Latino culture through the way Latinas dress

Latina women hold themselves to a different social code than traditional American women, and what they wear and how they present themselves can provide researchers with deeper insights into Hispanic culture and the consumer.

Ethnic marketing: Can researchers be agents of social change?

Ethnic marketing and research can be an effective way to target and ad and empower ethnic communities themselves by revealing their collective buying power, but the practice of ethnic market segmentation can also be divisive and exclusive. The author calls on researchers to check their biases and revisit the ethnic marketing model.

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